Shurooq Showcases Innovative Sustainable Tourism Projects At WTM London 2025

The Sharjah Investment and Development Authority (Shurooq) is actively promoting its diverse range of destinations and hospitality projects at the World Travel Market (WTM) London 2025. Under the Sharjah Commerce and Tourism Development Authority (SCTDA) pavilion, Shurooq is highlighting its Sharjah Collection. This portfolio includes seven eco-retreats with over 150 units, alongside luxury stays inspired by heritage, all part of a hospitality portfolio valued at more than AED920 million.

Nomad, an eco-retreat featuring 20 solar-powered luxury trailers in Kalba, represents a new era of sustainable travel. This retreat encourages slow exploration and offers a unique off-grid experience. Scheduled to open in December 2025, Nomad aims to blend minimalist design with sustainability, inviting travellers to disconnect from digital life and reconnect with nature in one of the UAE's most biodiverse areas.

Shurooq’s portfolio also includes Mleiha National Park, which combines archaeology, eco-tourism, and adventure. The park offers nearly 20 km of trails for exploration. These include 7.44 km of new hiking paths with a moderate 5 km route suitable for all abilities and a steeper 2.44 km climb for adventurers. Additionally, there are 4.39 km of mountain-biking trails designed to meet global sustainability standards.

Part of the Sharjah Collection, Najd Al Meqsar and Al Rayaheen Retreat celebrate Sharjah’s architectural legacy through restored heritage sites in Khorfakkan. Najd Al Meqsar features seven stone-built century-old houses overlooking Wadi Wishi, complemented by heritage trails and mountain views. Al Rayaheen Retreat offers 19 traditional homes repurposed into boutique accommodations, along with a historic residence transformed into a restaurant and reception area.

Shurooq’s CEO Ahmed Obaid Al Qaseer stated that their presence at WTM London signifies a crucial step in positioning Sharjah as a model for sustainable tourism. He said, "The diversity of our projects... tells a story of balance between economic growth, cultural preservation, and environmental responsibility." He further noted that their investments align with the vision of H.H. Sheikh Dr. Sultan bin Mohammed Al Qasimi and H.H. Sheikha Bodour bint Sultan Al Qasimi.

Diverse Offerings Enhance Tourism Appeal

The Sharjah Collection also includes four destinations centred on wellness, nature, and adventure. Moon Retreat and Al Faya Retreat offer serene desert experiences like glamping under the stars and spa treatments inspired by natural minerals. Al Badayer Retreat brings the desert spirit alive through luxury Bedouin-style tents and dune activities. Kingfisher Retreat in Kalba provides tranquil beachfront stays amid preserved mangrove ecosystems.

Sharjah’s tourism sector contributes over 10 percent to the Emirate’s non-oil GDP. By the end of 2025, it is expected to attract 1.9 million visitors. Long-term plans aim to boost the sector’s contribution to the national economy from AED200 billion in 2023 to AED450 billion by 2031.

These developments highlight Shurooq's commitment to enhancing Sharjah's reputation as a leading destination for sustainable travel experiences through strategic investments in cultural and eco-friendly hospitality initiatives.

With inputs from WAM